empowering omni-channel consumer trust with...
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Empowering Omni-Channel
Consumer Trust with Innovations
Ken Lam,
Head of Marketing & Industry Engagement, GS1 Hong Kong
June 2016
© GS1 Hong Kong 2015
Global Standard, Local Services
GS1 Hong Kong
“GS1 is a globalized standard organization with presence in 150 countries, and is dedicate to make supply chain SIMPLIED and more EFFICIENT.”
© GS1 Hong Kong 20154
IoT (Internet of Things) refer to any smart interconnecteddevices (e.g. RFID, sensors, etc.) that enterprises ororganization adopted to obtain more visibility into theidentification, location, and condition of products, assets,transactions, or even people with the ultimate goals to be ableto trace their pedigree and to drive more effective, timelybusiness decisions or to improve customer interactions.
What is IoT (物聯網)?
© GS1 Hong Kong 2015
IoT Smart City Innovations
• Over 22 million Octopus are in circulation & processes over 12 million transactions a day offers convenience to the public
• HK International Airport, first airport in the world to implement efficient RFID enabled baggage handling using UHF Gen2 tags
• Convenience RFID based toll collection
• RFID library offers convenience to patrons
• Efficient RFID based e-charm management system implemented in a popular local temple
• RFID based material testing & train maintenance ensure safety for commuting
• RFID corpse management in local public hospitals …………..Many more
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© GS1 Hong Kong 2015
IoT Smart City Innovations - Industry
• Siemens has said these smart things are starting to power a fourth Industrial Revolution to Industry 4.0
• Cisco-made sensors can, when worn by miners, detect the presence of life-threatening gases. Others can sense if workers are moving or still—perhaps injured
• In Philadelphia, they’ve invested in solar-powered garbage cans that crush waste and send a missive to a dispatcher requesting pickup when they’re full
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© GS1 Hong Kong 2015
The EPC Standard for IOT
• Electronic Product CodeIdentify
• Low cost EPC UHF Gen2 RFID tag Capture
• EPC Information Services (EPCIS) Share
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© GS1 Hong Kong 2015
iBeacon
ezTRACK Data Pipe (empowered by EPCIS)
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DataMatrix QRCode Databar(stacked)
Databar RFID NFC
Symbologies& Carriers
Identifiers SGTIN LGTIN SGLN SSCC GDTI GIAI GRAI GSRN SGCN CPI LEGACY KEYS
Connectivity Network WIFI Mobile Bluetooth
WebApplications
NativeApplications
BarcodeScanners
MobileDevices
HandheldReaders
RFID Readers
CapturingDevices & Apps
MobileApplications
External PartiesEnterprise Internal Systems
ERP WMS POS …FLEETMGT BI
System Data Exchange / Sharing
EnterpriseApplications
Cold ChainLogger
Enterprise ezTRACK Data Pipe(EPCIS 1.1: ISO/IEC 19987:2015 + ISO/IEC 19988:2015)
ERP WMS …
EPCIS
Cold Chain Readers
Security Management
© GS1 Hong Kong 2015
Object Traceability = EPCIS
• Electronic Product Code Information Services (EPCIS) is an
open standard used to track movement of objects as they move
through the supply chain.
• The data shared at each read point in the supply chain provides
WHAT, WHEN, WHERE and WHY of each read.
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IoT powered by EPCglobal standard Internet
ONS (Object Name Service) DNS ( Domain Name System)
EPC Code (Serialized product code) IP address
EPCIS (Electronic Product Code Information Services)
HTTP (Web service defined by W3C)
Discovery Service Internet Search Engine
© GS1 Hong Kong 2015
Converting RFID Big Data to Analytics
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Source: IDTechEx forecast in the new report RFID Forecasts, Players & Opportunities 2014-2024
Executives think that retail
big data insights are
most beneficial for:
•merchandising (53%) •marketing (48%)•store operations (42%), •e-commerce (42%), •supply chain (27%), •finance (23%), •loss prevention (21%).
Source: 1010data Retail Study: Executives Discuss the Impact and Further Potential of Big Data in the Retail Industry
“In retail, RFID is seeing rapid growth for apparel tagging - that application alone demands 3 billion
RFID labels in 2014. More that 25 billion RFID tags will
be used on retail apparel and shoes in 2020”
- IDTechEx
© GS1 Hong Kong 2015
Omni-channel challenges
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• Need to fulfill from anywhere and within short time
• Low inventory accuracy & no visibility to inventory levels across channels
• Multiple customer touch points making it difficult to track customer behaviors in association with products
© GS1 Hong Kong 2015
RFID enables accurate inventory level
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Mobile RFID Scanning Device
Further reporting
Retail Store Scanning Warehouse Scanning
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© GS1 Hong Kong 2015
Smart Apparel (Smart Shelf O2O inventory visibility) Cycle Count
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Backroom & sales floor inventory stock take
Inventory visibility for O2O1. RFID scanner to scan items in the backroom & sales floor2. Update inventory captured for different stores 3. Update store inventory record for stores with items reserved for O2O fulfillment
Stores Style no / GTIN Color Size In story inventory QTY QTY reserved for online shop
Total
Wan chai
48916682345678 Pink S 58 6 64
48916689845678 Pink M 30 0 3
48916689845677 Pink L 23 2 25
© GS1 Hong Kong 2015
Smart Apparel – RFID Capturing Consumer Behaviors for Analytics
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Consumer take clothes from the RFID senor hanger for trial while reader automatically sense the taken away items and send to the dashboard
RFID smart shelf hanger (with RFID sensor)
© GS1 Hong Kong 2015 17
Smart Apparel – RFID Capturing Consumer Behaviors for Analytics
WindbreakerColor : orangeSize: M QTY : 1
Lady JeanColor : BlueSize: 26 QTY : 1
SkirtColor : PinkSize: M QTY : 1
BlouseColor : WhiteSize: M QTY : 1
When all tagged items are hanged on the hanger or placed on the shelf, display product information
Product info Product info Product info
When the item is taken out / sold, the system detected and trigger a flashing alert to inform sales person to refill
Smart Fashion Store
© GS1 Hong Kong 2015
The Solution: RFID Tray
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Collect information of EPC/RFID tagged items
Display product information
Capture customer information
Capture data : items displayed, customer behavior, occasions, demographics etc
© GS1 Hong Kong 2015
RFID Tagging on the jewelry items
Jewels with RFID tag
Smart Tray (Reader)
Salesperson displays the jewels on Smart Tray to retrieve the product data, and enter the consumer data for analytics. Alter will be trigged if the tagged item leave the tray for certain period of time
consumer behavior analytics dashboard
Benefits
•Reducing stock taking time by 50%
• Improving sales conversion rates
• Enhancing corporate image as a
forerunner and industry leader innovative
technology
• Segment analysis
• Consumer selection patterns
• Cross sell opportunities
© GS1 Hong Kong 2015
Can you tell which one is Genuine A Grade South Sea Pearl ?
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A B
In terms of : luster / color / size / shape / spot
© GS1 Hong Kong 2015 23
GS1 Hong Kong
ezTRACK Interface
Retailers / resellers validate the authenticity of the pearl necklace with RFID reader & show unique ID / EPC
Scan to capture the nurturing pearls to keep track of the progress (pedigree) & show in ezTRACK ON SCREEN(from commissioning to plantation, harvesting …. Retail)
Creating Brand Loyalty by Origin to Consumer Hands
18-12-2014
17-04-2015
10-07-2015
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© GS1 Hong Kong 2015
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Project Approach:
Serialized QR codes printed on the packaging
Distributors / reseller can validate the origin with mobile apps
Farm Identification
Distributors / Consumer can check the product location and status
Manufacturer Distribution Channel Visibility – Mengniu Dairy
© GS1 Hong Kong 2015
Scan QR Code
Consumer can retrieve company information, product information and other promotion information.
Menqniu can make use of these information to analyze product planning and enhance customer servicing.
Manufacturer Distribution Channel Visibility – Mengniu Dairy
Consumer scan QR code
© GS1 Hong Kong 2015
Challenges of Counterfeiting
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•Counterfeiting is seriously impacting the brand’s image and revenue•Counterfeiting simply copying the packaging and the barcode•Consumer really difficult to tell between authentic and counterfeit products copied and often counterfeiters copy barcode for fake products
© GS1 Hong Kong 2015
Brand Owner/Manufacturer
Distributor Retailer
Anti-counterfeiting Channel management Consumer engagement
Against parallel imports Distribution management
e-Couponing: discount, free sample, lucky draw
Extended product info: brand story, video, etc
Funded by:Enabled by:
Features
GS1 Value+, Anti-Counterfeit
© GS1 Hong Kong 2015
Web Service Discovery Service FONS
Secure Label Management ezTRACK (EPCIS) BarcodePlus(Local Data Pool)
GS1 PA SolutionLabel SGTIN
Secure CodeProduct GTIN
Product SGTIN
+ EPCIS Network + GEPIR
+ Data Aggregator
Genuine Information ePedigree
Product & Company Information
1 Look up
2 DataRepository
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Results
GS1 Value+, Anti-CounterfeitSolution Overview
© GS1 Hong Kong 2015
Visibility Elements
What.. Where..
When.. Why..
EPCIS
Repository
Traceability
Applications
e-Pedigrees
Query Interface Service (QI)
Capture Interface Service (CI)
Certified EPCIS Network
GS1 Value+, Anti-CounterfeitSolution Overview
© GS1 Hong Kong 2015
3131
Label Serial Secure Code
Secure Code Validation:
Not ready to SellNeed to Recall
Successful Validate Already Registered
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GLN lookup for
urn:epc:id:sgln:
4891668.32668.0
GS1 Value+, Anti-CounterfeitSecure Code Validation and Traceability e-Pedigree using ezTRACK (EPCIS)
© GS1 Hong Kong 2015
Make your barcode not only a barcode, but as a
weapon for your brand protection
GS1 REAL Barcode, Anti-Counterfeit
© GS1 Hong Kong 2015 33
A barcode can NEVER be copied as a genuine
product one from REAL BARCODE with patented
encryption technology.
Encrypted barcode digital printing file with hidden digital pattern
GS1 REAL Barcode, Anti-CounterfeitSolution Overview
© GS1 Hong Kong 2015
Genuine product
Counterfeit product
Encrypted barcode printing file provided by GS1
Special encryption pattern hidden in the barcode
GS1 HK trusted mobile apps
Barcode copied from the genuine product packaging
Special encryption pattern CANNOT be copied GS1 HK trusted mobile apps
Before Purchase, consumer can verify the product is genuine or fake
GS1 REAL Barcode, Anti-CounterfeitHow it works
© GS1 Hong Kong 2015
GS1 IoT Initiatives
Public Policy
Partners Ecosystem
IoT Advisory Council
IOT Centre
IOT Awards
IOT Conference
Industry Engagement
Facilitate Adoption
IOTRecognize Synergize
© GS1 Hong Kong 2015
Awards Objectives
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• Igniting Smarter Hong Kong, Smarter Living:
• Echoing the “Digital 21 Strategy” paper to
encourage the innovative use, development and
adoption of advance technologies specifically in
Internet of Things and Big Data technologies to
uplift business operation efficiency, industry
competitiveness and service qualities, to enable
Hong Kong to stay in the forefront of the
increasingly digitalized world.
• Furthermore, it is to encourage Innovative
applications and services developed from Public
Sector Information in Hong Kong to create
smarter business and better daily life.
• Best Smart Hong Kong ICT 2016 Award Streams (Gold / Silver / Bronze winners in each stream)• Internet of Things of Things
• Big Data Application
• Public Sector Information Applications
© GS1 Hong Kong 2015
Originally established in April 2013 and hosted by GS1
Hong Kong with the support from the Innovation and
Technology Commission of the HKSAR Government and
the Hong Kong Science & Technology Parks.
To be relocated in GS1 Hong Kong office in Dec 2015.
Consisting of six zones, in which visitors can touch and
feel the power of IoT technologies in various industries.
Smart Retail
Smart Logistics
Smart Healthcare
Smart Food Safety
Smart Consumer Trust
Smart City
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Hong Kong IoT Centre
iotctr@gs1hk.org
© GS1 Hong Kong 2015
For more information, contact:
Ken Lam, Head of Marketing and Industry Engagement
GS1 Hong Kong
<kenlam@gs1hk.org>
Please visit www.GS1hk.org
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